A Makeover for the Starbucks Mermaid
Chief executive of the famous Starbucks company, Howard Schultz, has announced that their logo of the mermaid shall no longer have the name of the company written around it as with different coloring of the logo. This was performed because Mr. Schultz believes that the new logo is what the company needs to increase revenue and its reputation as one of the best coffee places ever. He kept the basic mermaid as is in order for the chain and/or company to be easily identified and recognized.
As more and more Coffee companies started coming, Starbucks started to fade easily in the background. for example, about 5 years ago, you would only find Starbucks infront of major firms like Jarir Bookstore and in main streets. but now, maybe because of alot of streets being constructed and all that, they only have a few in Riyadh and more Coffee places like Columbus Cafe, Java Cafe, and amongst others started to rise at a fast rate. I believe Howard Schultz made this redesign so they could make a life extension to the company. they grew it too fast to the point where they had to close 600 stores in America alone in 2008! so i believe he's trying to reestablish the company and grow it back but at a steady speed.
Azooz I read a similar article and I believe that the new logo isn't a good idea because many people did not like it. The green mermaid alone without the words makes it less identifiable, so the logo would be less effective when attracting people.
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